The Marketing Strategy Optimization Research Of BB Household Paper

With the continuous improvement of living standards,the public’s demand for daily necessities is increasingly diverse,such as the demand for household paper,but also from the simple focus on practical to the differentiation,personalized expansion.Consumer demand for the quality of household paper products is becoming higher and higher.BB Household Paper,established in 2014,is a company dedicated to the production of bamboo fiber paper towel life paper enterprises.High-end market positioning and more environmental characteristics of bamboo pulp paper products,to meet market demand,among the national bamboo fiber color household paper brand front,occupies the national color paper market share of 20%.Although the rapid development of covid-19,but in recent years,the repeated covid-19,changing market environment,and facing many well-known brands of household paper fierce competition,leading to the survival and development of BB household paper industry is facing a crisis.In order to obtain brand advantage,BB Household Paper industry must constantly optimize marketing strategy,further develop the market.This article takes BB Household Paper Industry as the research object,stands in the market marketing angle analysis,the research,according to puts forward the question,analyzes the question,solves the question the general train of thought,on the basis of analyzing the marketing environment and current situation of BB household paper industry,it is concluded that there are some problems in the marketing strategy of BB household paper industry,such as unclear main products,low level of pricing,low flexibility of pricing,late start of e-commerce,lack of originality in promotion,and lack of obvious use of bamboo raw materials,etc.,based on the analysis of the problems and the reasons,the paper puts forward some suggestions on the optimization of the marketing strategy of BB Household Paper Industry,and points out that the product strategy should highlight the core products,enrich the tangible products and expand the additional products,flexible use of pricing strategy,differential pricing,bundled pricing,network pricing and other means,channel strategy to focus on the development of online channels,using Douyin live tape platform,in order to make the products more popular and increase the sales,we should combine the marketing strategies of advertisement,public relations,network and so on.